4 Stages of a Smart Mobile Strategy
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The document outlines four critical stages for developing a smart mobile marketing strategy: acquiring new mobile customers, welcoming them effectively, increasing engagement and conversions, and retaining customers. It emphasizes the importance of understanding consumers' channel preferences and the varying acceptability of different messaging types across channels. As mobile devices become primary web access tools, marketers are urged to adopt a comprehensive approach to mobile communication to stay competitive.
4 Stages of a Smart Mobile Strategy
- 1. 4 Stages of a Smart Mobile Strategy 1 4 Stages of a Smart Mobile Strategy
- 2. 4 Stages of a Smart Mobile Strategy Nearly every outlet of a marketing program converges on a mobile device. Think about it. From But first—a quick look at what your customers want Facebook and Twitter to email and apps, many of your consumer/brand As part of the ExactTarget SUBSCRIBERS, FANS, & FOLLOWERS research interactions happen via mobile. Mobile marketing strategy is likely on your list series, we asked online consumers how acceptable it is for companies to send of things to improve this year or you wouldn’t be reading this. But don’t worry— them different messages through various channels—from email and SMS to we have answers and best practices to share for all your mobile quandaries. Facebook and push messaging. Consumers were asked to indicate how acceptable If you don’t find what you’re looking for in the next few pages, you can always it would be for marketers to send them these messages through each channel drop us a line at 1-866-558-9834. based on a scale of one (1) to five (5), with 1 being completely unacceptable and 5 being completely acceptable. Green indicates message types and channels that What are the four stages you should consider in creating a smart mobile consumers generally consider acceptable for marketing communications, whereas strategy? red should serve as a warning. 1: Acquire new mobile customers 2: Welcome your mobile customers We found that consumers have varying channel preferences based on the purpose 3: Increase mobile engagement and conversions of the message. For example, email and direct mail score high for confirmation 4: Retain your customers with mobile messages, regular account updates, and ongoing promotional messages, while SMS is preferred for urgent messaging like financial or travel alerts. In instances like these, when time is of the essence, consumers sometimes even prefer overlapping “Consumers have varying channel messages. While push notifications hold a great deal of potential, they’re early preferences based on the purpose of in the adoption cycle and many consumers are likely unfamiliar with messages through mobile apps. So, marketers may need to experiment with status updates, the message. For example...SMS is alerts, and other messages to see what works—and what doesn’t—in driving mobile application engagement. Not surprisingly, promotional messages across all preferred for urgent messaging like mobile channels from companies who’ve not received express mobile permission financial or travel alerts.” are viewed as unacceptable. Take a closer look at this data on the next page. 4 Stages of a Smart Mobile Strategy 2
- 3. Marketing Message Acceptability 1 Please indicate the level to which you feel it would be acceptable for marketers to send you different types of messages through each highlighted channel (1=completely unacceptable, 5=completely acceptable) Message Type Direct Mobile Email Mail Acceptability Telephone SMS App Facebook Twitter LinkedIn Confirmation, “Thank You,” or purchase receipt for a transaction you initiated 3.2 4.5 4.2 3.1 3.3 3.0 2.6 2.3 2.3 Financial alerts (such as fraud detection) 3.2 4.4 4.1 3.7 3.5 3.0 2.2 2.3 2.1 from your bank or financial institution Travel alerts such as flight delays or 3.1 4.3 3.5 3.7 3.6 3.1 2.4 2.2 2.2 cancellations from an airline Delivery of tickets to event (sports, 3.0 4.4 4.3 3.0 3.1 2.9 2.4 2.3 2.1 music, theater, etc.) you purchased Regular status updates or statements on an account you maintain with a company 2.9 4.1 4.1 2.8 2.9 2.8 2.4 2.2 2.1 Promotional messages from companies whom you have granted permission to 2.9 4.0 3.9 2.7 2.8 2.7 2.6 2.3 2.3 send you ongoing information Customer service messages about general product or service questions 2.7 3.6 3.6 2.7 2.5 2.6 2.4 2.3 2.2 Polls, surveys, or questionnaires related to a company’s products or services 2.7 3.6 3.7 2.6 2.4 2.6 2.4 2.2 2.2 Sweepstakes invitations from a company you know 2.6 3.3 3.4 2.4 2.3 2.5 2.4 2.2 2.2 Promotional messages from companies with whom you regularly conduct business, 2.3 2.8 3.1 2.1 2.1 2.1 2.1 2.0 2.0 but have not asked for ongoing information Promotional messages from a company with whom you have never interacted 2.0 2.1 2.6 1.9 1.8 2.0 1.9 1.9 2.0 Channel Acceptability 3.7 3.7 2.8 2.8 2.7 2.3 2.2 We asked consumers how ACCEPTABLE it is for companies to send them these different messages through various channels. Consumers were asked to indicate how acceptable it would be for marketers to send them these messages through each channel based on a scale of one (1) to five (5), with 1 being completely unacceptable and 5 being completely acceptable. Green indicates message types and channels that consumers generally consider acceptable for marketing communications (based on one standard deviation above the overall mean), whereas red should serve as a warning (one standard deviation below the overall mean). Source: 2012 Channel Preferences Survey, February 2012 • N =690 US Online Consumers, age 15 and older www.ExactTarget.com/SFF 3 4 Stages of a Smart Mobile Strategy
- 4. By 2013, mobile phones are expected to be the #1 web access device. - Gartner Group 4 Stages of a Smart Mobile Strategy 4
- 5. 1: Acquire New Mobile Customers Your customers don’t leave home without their mobile devices. Yet mobile Remember that a mobile phone number becomes much more valuable when it’s is still a relatively young marketing channel. How can you step up your game to gain paired with an email address, Facebook page, or Twitter handle. The more data you more mobile customers and interactions? have, the smarter you can be in your mobile strategy. As you acquire new mobile customers, consider the right opportunity to ask for permission to message through Promote your mobile program through other channels. You’ve invested resources to additional channels. Can you ask for email or social media information during key improve your mobile presence—whether with a responsive website, mobile-optimized interactions, such as SMS opt-in, app registration/download, or point of purchase? email, SMS capabilities, or mobile app. How can you take every opportunity to connect with new customers via mobile? • In the inbox. Create a targeted email campaign to customers viewing on a mobile device. Offer an incentive to download your app, visit your mCommerce Need help here? site, or sign up for your SMS program. • In the store. Offer exclusive text-in deals via in-store opportunities with signage ExactTarget’s mobile solutions let and point-of-sale receipts. you manage every aspect of mobile— • On your website. Add a pop-up to your website (when viewed on a mobile device) that promotes your app. Ask customers to text in to get an SMS SMS, push messaging, mobile email, message with an easy link to your app. couponing, and more—from one easy- • On social networks. Do your fans and followers even know you have an app to-use interface. Learn more about or SMS offers? Use social channels to promote mobile. Make sure your Facebook pages are mobile optimized for easy viewing, especially since MobileConnect™ and MobilePush at Facebook is the world’s most downloaded app. www.exacttarget.com/goeverywhere • On a smartphone. Already have SMS permission? Send an outbound message with an incentive (e.g., “Free shipping this weekend only”) and a direct link to the download page in the app store. • In the mail. Take advantage of traditional communication methods by including mobile calls-to-action on an invoice, statement, packaging, or direct mail piece. 5 4 Stages of a Smart Mobile Strategy
- 6. 22% of consumers say they’ve given a company permission to contact them through text messages. - ExactTarget 4 Stages of a Smart Mobile Strategy 6
- 7. 2: Welcome Your Mobile Customers What happens after your customer engages with your mobile program? Day 5 Your welcome strategy for any new mobile customer should include a combination of On her phone during her lunch break, Jane sees a second welcome email, then an channels—email, mobile, and social—to support consumers’ cross-channel behaviors. update from your Twitter account about your loyalty program. Later that day on her Don’t think of “welcome” as a single message. Whether your welcome strategy covers laptop, she signs up for your program, which includes both email and mobile coupons. the first 10 days or two months, as with any relationship, it takes some time to get to know each other. Forrester Research predicts that the $6B mobile app market will grow to $55.7B by 2015. With ExactTarget MobilePush, it’s easy to master push notifications and keep driving customers back to your app. Learn more at www.exacttarget.com/goeverywhere Here’s a sample step-by-step welcome campaign. We’ll use a retail company’s Day 10 mobile app as an example, but you’ll see how these basic ideas can apply to almost Jane receives a push notification about a sale you’re having on summer skirts. While any industry. she waits at the hair salon, she uses your app to buy three skirts. Day 1 Since consumers don’t operate in single-channel silos, marketers can’t afford to either. Jane Doe downloads your mobile app to her iPad. When she opens the app, she Whether you’re a retailer offering an SMS coupon or a bank offering account balance registers with her name and email address. She clicks from the app home page to your push notifications, make sure your messaging channels work together to provide a real summer collection, then clicks on two different skirts. At that point, an alert window asks value to your customer. if she’d like to receive push messages. She accepts and closes the app. She then checks her inbox to find a mobile-optimized welcome email from your company. This email 1) thanks her for downloading the app, 2) reminds her of the key app benefits, and 3) invites her to connect with other fashionistas on your Facebook page and Twitter. 7 4 Stages of a Smart Mobile Strategy
- 8. Mobile coupons get 10 times the redemption rate of traditional coupons. - Mobile Marketing Association 4 Stages of a Smart Mobile Strategy 8
- 9. 3: Increase Mobile Engagement and Conversions Consumers who interact with your brand through If you have customers who have completely disengaged, make a bold move to get mobile-specific channels are among your most engaged. But once the “new” wears their attention. Offer a drastic discount for a purchase or conversion via your app, for off, how do you re-excite and reengage those customers? example. Customers who respond to coupons and engage via SMS are more likely to buy again or stay engaged. Consider creating win-back or comeback campaigns, Be consistent and keep evolving. That may sound like a contradiction, but it’s not. and monitor closely to determine which tactics are successful in drawing consumers Here’s why: back in. • Be consistent. Consistent SMS, push, or email offers, for example, mean consumers will begin to anticipate your message. For instance, send a Friday evening code for Want more? a free appetizer at your restaurant, or a free movie rental the first Monday of every month. Try testing several different offers and tracking the most successful one You can always learn more about before deciding on your consistent offer. ExactTarget’s Mobile marketing solutions • Keep evolving. Context is key. Be smart about when you send so your at www.exacttarget.com/goeverywhere communications are relevant. Can consumers make purchases via your app? Try implementing a cart abandonment push notifications to draw them back to the purchase. Send a message such as “Your cart will expire in 2 minutes” a half-hour after the user has been inactive. Or try a simple reminder like “You have 3 items in your cart. Do you want to check out?” Combine channels to best serve each consumer. For instance, if you send an email about account renewal and it goes unopened, can you follow up via SMS a week later? Having two channels coincide gives you a strategic second touchpoint. 9 4 Stages of a Smart Mobile Strategy
- 10. By 2016 there will be 1.4 mobile devices per capita. - Cisco 4 Stages of a Smart Mobile Strategy 10
- 11. 4: Retain Your Customers With Mobile Once a customer has engaged with a single mobile campaign, How can you keep your long-time app users coming back for more? If you have a how do you build brand loyalty and continue to nurture the customer lifecycle? It all loyalty program, can you offer double points for mobile purchases? Use a one-time boils down to relevance. incentive-based email to reengage lapsed mobile users. Or consider how you can reward loyal customers with geo-location targeting. For example, if a long-time app user is within a half-mile of your restaurant, send a push message with an offer for a buy-one-get-one-free entrée. This level of relevance creates a sense of personalized The Relevancy Curve service and added convenience for your customers. Need help with this? ExactTarget’s mobile-optimized email Engagement templates and tools like Mobile Inbox Preview give you a clear picture of exactly what your subscribers will see. Blast Profile Persona Behavior Engagement Visit www.exacttarget.com/email Driven Driven Driven Driven Driven Relevancy Mobile marketers must progress along the relevancy curve. How can you make your mobile strategy more personalized and less “batch and blast”? Data collection. While you don’t want to scare off a new customer by asking for too much information too soon, give customers easy access to update message preferences with a unified profile center, providing you with a common view of the consumer, no matter the channel. 11 4 Stages of a Smart Mobile Strategy
- 12. Every Channel Is Mobile. You know that “going mobile” isn’t simply a matter of adding a few new channels to your marketing mix. As mobile phones quickly become the number one web access device, every channel must be considered from a mobile perspective. Acting now to ensure you take a holistic approach to mobile is what keeps you a few clicks (or screen taps) ahead of the competition. With every new campaign you plan, consider how you’re acquiring and welcoming new customers while driving continued engagement and increased retention throughout the customer lifecycle. Connect anywhere, any time with ExactTarget mobile marketing solutions. We’ll help you every step of the way. www.exacttarget.com/goeverywhere 4 Stages of a Smart Mobile Strategy 12